Crimson Marketing

AUGUST 4, 2015

No longer is Sales driving the bus. In the past, Sales could control the flow of information to some degree. Often, your sales team is not even present for much of this process. Often, your sales team is not even present for much of this process. The earlier you do this in the B2B sales process, the better.

B2B Marketing 100

B2B Marketing B2B Thought Leadership Top of Funnel Funnel Advertising 100

Crimson Marketing

JUNE 10, 2015

In this episode of Moneyball for Marketing, Wayne discusses the complex challenges of B2B marketing in a world where sales cycles are long, buyer journeys are nuanced, content is varied, contact is multi-touch and attribution is elusive. Wayne Morris is the CVP of Marketing at Microsoft Business Solutions.

Multi-Touch Attribution 100

Multi-Touch Attribution B2B Marketing Paid Search Agency Demand Generation Agencies 100

Crimson Marketing

SEPTEMBER 12, 2014

One of the results of an increasingly connected digital world is the spectacular rise of demand generation at the top of the sales funnel. In order to successfully scale in this new paradigm, high growth companies must think carefully about their business processes and the infrastructure needed to support them.

CMO 100

CMO Paid Search Agency Demand Generation Top of Funnel 100

Crimson Marketing

AUGUST 20, 2015

In response, sales needs to adapt and be on equal footing with the buyer. Marketing can enable sales reps to be as educated as the buyer so that they know exactly where the buyer is and help them move forward in their journey towards a sale. Marketing needs to be seen as an equal partner to sales. Educate Sales Reps.

Generation 100

Generation Advertising Agencies Education Barriers 100

Crimson Marketing

AUGUST 2, 2013

“Leverage the data from every customer channel and understand the complete buying process.” Take tips from your sales team. What does sales know about your buyers? Other Interesting Topics Partner Marketing b2b marketing channel marketing marketing concepts marketing message marketing solutions sales alignment'

Advertising Agencies 100

Advertising Agencies B2B Sales Advertising Channels Mobile Marketing 100

Crimson Marketing

JULY 23, 2015

But a quota can improve alignment between Sales and Marketing. It can drive Marketing to stay involved throughout the sales cycle. Sales and Marketing departments often treat each other with a certain amount of suspicion. But to be most effective in growing revenue, sales and marketing have to be aligned.

Top of Funnel 100

Top of Funnel Lead Ranking Lead Scoring Microsite 100

Crimson Marketing

DECEMBER 3, 2013

. “Channel partners want help with marketing, access to training and, when they first become partners, a coherent onboarding process. Implement an ongoing training process as new products and channel partners are added, and have your partners certified as they complete various training. What do you do now? ” ( CMSWire ).

Advertising Agencies 100

Advertising Agencies Work Management Marketing Management CRM 100

Crimson Marketing

NOVEMBER 10, 2014

Analyzing Influence: Acknowledging the ongoing challenge of determining attribution, Lance shows how his team uses analysis of digital and physical marketing efforts to determine where to allocate budget and energy, and explains why he and some other CMO’s prefer “last touch” to the popular Sales Force influence model.

Budget Programs 100

Budget Programs Enterprise Management CMO Planning 100

Crimson Marketing

OCTOBER 16, 2014

Key insights include: Good Gears: Meagen shares the specific marketing technology and core team roles that DocuSign uses to operate its demand generation process efficiently. She names some of the tools and methods her team uses to manage content so that sales reps can quickly and accurately deliver buyers what they need.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

Crimson Marketing

MARCH 22, 2013

In his new book To Sell is Human , Daniel Pink talks about information asymmetry in the sales process. In fact the asymmetry has become so significant that the ability of the sales rep to do their job is greatly at risk. I am talking about arming the sales rep with the same or better information than the buyer.

CMO 100

CMO Trust Marketing Marketing Linkedin 100

Crimson Marketing

DECEMBER 16, 2013

The buying process will become more personal, putting more pressure on the vendors to supply a positive selling experience as well as product. A thought out personalized plan for each buyer will be expected in order to streamline their decision and their vendor screenings processes. Buyers Will Expect More.

Buy 100

Buy B2B Vendors Budget Programs 100

Crimson Marketing

APRIL 4, 2013

Interesting tidbit: According to Forrester, up to 90% of the purchase process is done before a prospect ever engages a sales person. Business marketers need to stick to delivering a message to businesspeople within a business environment. Businesspeople always want personalized marketing. What others would you add to the list?

B2B Marketing 100

B2B Marketing B2B Forrester B2B Sales 100

Crimson Marketing

OCTOBER 29, 2014

With a deluge of messages and media in the landscape today, however, the process is more complex. Media Measurement: Whereas it was always difficult to measure the impact of traditional public relations, Mark defines how product marketing can now be measured and automated from first touch through to converted sale.

CMO 100

CMO PR Advertising Channels Public Relations 100

Crimson Marketing

NOVEMBER 10, 2015

“Content marketing, or pull marketing, is the fastest growing trend” in digital marketing solutions, claims Gilad, who says it is “actually delivering more leads that lead to more sales than any other channel…in the marketing mix.” In this episode of Moneyball for Marketing, Gilad shares the essential tactics of pull marketing.

Lead Ranking 100

Lead Ranking Lead Scoring Banner Ads Marketing Strategy 100

Crimson Marketing

FEBRUARY 3, 2015

With buyers doing their own research before interacting with Sales, unfettered access to information on competing solutions, and as many as 100 branded touch points with which a buyer may come into contact before making a decision, it is critical for marketers to deeply understand the needs of customers at a very early stage.

Multi-Touch Attribution 100

Multi-Touch Attribution CMO Marketing Management Buy 100

Crimson Marketing

SEPTEMBER 24, 2013

Your team could and should include Sales, maybe even IT, Management, or the Creatives. The end user is the one who determines what works (or doesn’t) so keep messages personalized in the process. Who are the exact team members you need to reach your audience, buyers, and/or prospects? Figure this out early on! Implementation.

Buyer Personas 100

Buyer Personas Advertising Agencies Work Management Advertising Benchmark 100

Crimson Marketing

SEPTEMBER 25, 2013

Your team could and should include Sales, maybe even IT, Management, or the Creatives. The end user is the one who determines what works (or doesn’t) so keep messages personalized in the process. Who are the exact team members you need to reach your audience, buyers, and/or prospects? Figure this out early on! Implementation.

Buyer Personas 100

Buyer Personas Advertising Agencies Work Management Advertising Benchmark 100

Crimson Marketing

JANUARY 15, 2015

The buyer’s journey today involves a constellation of information sources buyers can use to get smart about competing products before they ever engage in the actual buying process. Atri provides tips that will help you learn about your customers using your existing marketing, sales, customer support and finance systems.

Demand Generation 100

Demand Generation Act-On Work Management Marketing Management 100

Crimson Marketing

SEPTEMBER 10, 2014

Kevin explains how Oracle Marketing Cloud dramatically reduces the “calorie spend” of CMOs and CIOs in this process and why he thinks it provides exponential returns on effort, as compared with preceding data marketing systems.

Enterprise Management 100

Enterprise Management CMO Work Management Marketing Management 100

Crimson Marketing

NOVEMBER 18, 2013

Calls to action help your buyers move through the sales funnel. “Remember that each sale will be the result of many much smaller conversions throughout the buying process.” Focus on conversions. Does your content strategy include a call to action? Amplify your content through multiple touch points.

Top of Funnel 100

Top of Funnel Content Marketing Work Management Paid Search Agency 100

Crimson Marketing

JUNE 23, 2015

“The number of people within a company involved with the decision making process is (growing exponentially), so we can’t just go to a CIO,” says Jackie, noting the increased complexity of account-based marketing.

Enterprise Management 100

Enterprise Management Work Management Marketing Management Marketing Strategy 100

Crimson Marketing

APRIL 23, 2015

Buyer personas are a tool to help guide business and marketing strategy: “What I have seen work for B2B marketers is treating personas as a very practical, tactical guide to help inform decisions in content marketing, demand generation, sales strategy, and more. ” – Katie Martell, Co-Founder and CMO of Cintell.

Buyer Personas 100

Buyer Personas B2B Marketing B2B Thought Leadership Planning 100

Crimson Marketing

JUNE 1, 2015

It’s no surprise that they all involve coordinating with Sales. Secret #1 – Connect the Dots between Sales & Marketing. It’s surprising that in many large organizations, the Marketing team overseeing demand generation isn’t involved much with the Sales team. Secret #3 – Educate the Sales Team.

Demand Generation 100

Demand Generation Demand Generation Marketing Qualified Leads 100

Crimson Marketing

APRIL 29, 2013

What’s more, this “solution” meal might be served to the customer by a waiter rather than Alex’s own sales staff. As companies branch out and explore vertical marketing strategies , one of the biggest misconceptions is that you just simply toss in an few vertical industry terms into your sales collateral and a couple web site landing pages.

Verticals 100

Verticals Advertising Agencies Planning Paid Search Agency 100

Crimson Marketing

JUNE 20, 2013

The problem is the sales organizations don’t believe marketing is doing enough to create leads for them. . If marketing is clearly getting better at demand gen, then why hasn’t its biggest customer—sales—congratulated them on their great work? Handing leads off to sales. Why is that? What’s going on?

Demand 100

Demand Lead Ranking Work Management Marketing Management 100

Crimson Marketing

MARCH 16, 2015

Online shopping, predicted by Forrester to exceed $370 billion by 2017, will still account for just 10% of all USA retail sales. Onlineshopping predicted to exceed $370 billion by 2017, accounts for 10% of USA retail sales Click To Tweet. Typical buyers are doing online research before and/or during the actual buying process.

Advertising Channels 100

Advertising Channels Lead Ranking Mobile Marketing Forrester 100

Crimson Marketing

FEBRUARY 18, 2015

“The Internet has intervened in the traditional B2B purchase process. “B2B buyers in the U.S are spending more of their time and corporate budgets online than ever:” 68% of B2B buyers purchase goods online, compared to 57% last year. Click To Tweet. 25% have made a corporate purchase using a tablet.

B2B Marketing 100

B2B Marketing B2B Mobile Marketing Budget Programs 100

Crimson Marketing

JULY 24, 2014

That means coming to the table with a revenue marketing forecast and aligning tightly with sales to ensure the revenue goal is met. Speak the same language as sales . Becoming a revenue-generating marketing organization means working much more closely with sales than in the past. Don’t talk about leads.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

Crimson Marketing

AUGUST 12, 2015

To change that perception, marketers need to start talking about how their marketing objectives impact the whole sales process and drive revenue. It’s not about the first “touch” that brings a prospect into the sales funnel, or the last “touch” before signing a deal.

Analytics 100

Analytics Top of Funnel Trade Show Advertising Funnels 100

Crimson Marketing

JULY 9, 2015

It seems like the opposite of hard data, because intuition doesn’t appear to come at the end of a linear analytical process. Invest in IT architecture purpose-built for real-time processing and decision-making: distributed storage and processing, scalable analytical tools, and visual dashboards.

Cost per Acquisition 100

Cost per Acquisition Paid Search Agency CPA Planning 100

Crimson Marketing

JULY 30, 2014

Topics discussed include: Turning sales outside in: Due to the democratization of information, Jamie and Marcus suggest, sales is now an “outside-in” process rather than a brand controlled funnel.

Marketing Management 100

Marketing Management Product Top of Funnel Response Rate 100

Crimson Marketing

AUGUST 21, 2014

Share authentic stories, not detached sales pitches. Digital CMOs “use first- and third-party data to target contextually relevant offers and experiences guided by predictive marketing analytics and algorithms that learn and adapt” as buyers move down the sales funnel. That’s how your brand gets found.” ” 5.

Peer-to-peer 100

Peer-to-peer Gartner Digital Marketing Funnels CMO 100